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Guardian: Audiences not platforms
Ian Gibbs, MRS Awards, Finalist, MRS Awards, December 2013
This article describes how the Guardian, the newspaper group, developed a cross-media planning tool to encourage advertisers to use a broader range of its platforms.
This article describes how the Guardian, the newspaper group, developed a cross-media planning tool to encourage advertisers to use a broader range of its platforms. The company had found that most of its advertising revenue came from print, despite large multi-channel presence. This tool sought to help planners buy ads based on the audience they wanted to target, rather than the media. The tool allows planners to understand audience behaviour across platforms and target them appropriately. It has resulted in the purchase of 'off the shelf' multi-channel campaigns, as well as the building of tailored plans.
Understanding the digital consumer
James Powell, Global TGI, Dispatches 15
This report discusses the differences between digital consumer behaviour in France, Germany, and Great Britain, describing the 'Digital Trendy' consumer in each of these markets.
This report discusses the differences between digital consumer behaviour in France, Germany, and Great Britain, describing the 'Digital Trendy' consumer in each of these markets. This group represents 18% of consumers in France and Germany, and 22% of British consumers. In France, digital trendies are more likely than the general population to own tablets, games consoles, MP3 players, and Blu-ray players. They are also more likely to purchase goods online. In Germany, when purchasing a mobile phone, digital trendies are more likely to pay attention to professional reviews and research network coverage. In Great Britain this group uses the internet more frequently than the general population, and are more likely to download paid-for television content, leave comments on blogs and use Twitter.
Trends Snapshot: Brands and niche social networks
Stephen Whiteside, Warc Trends, Snapshot, November 2013
This article describes how social networks based around specific interests and features can empower brands to connect with smaller numbers of highly relevant and engaged consumers.
This article describes how social networks based around specific interests and features can empower brands to connect with smaller numbers of highly relevant and engaged consumers. It highlights some of these platforms and the brands that are making use of them, including activity by Nasty Gal, a fashion brand, which has seen a direct effect on sales. It has a strong presence on sites where shoppers post pictures of clothes they like, which are then linked to Nasty Gal's online store. The drawbacks of these sites are that few have significant scale and so brands must engage with multiple sites to increase reach, and few have established advertising platforms in the way that the larger social networks do. However, smaller sites could become valuable testing grounds, as by engaging with consumers on the level of their passions they can allow for direct and substantive interactions. Next steps for marketers are included.
Addressable TV ads deliver results for Allstate
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013
Addressable TV advertising has long been a kind of holy grail for brands and, in leveraging this approach to reach tenants of rented homes, Allstate, the insurance company, first had to draw on data form public sources, self-reported surveys and material like Homestead Tax Exemption forms.
Addressable TV advertising has long been a kind of holy grail for brands and, in leveraging this approach to reach tenants of rented homes, Allstate, the insurance company, first had to draw on data form public sources, self-reported surveys and material like Homestead Tax Exemption forms. Having identified the appropriate residences and run its spots, the company was then required to create new forms of measurement, covering paid and owned media, as well as macro-level figures and campaign-specific metrics. It found that certain calls to action provided immediate evidence of engagement, holding promise for the future of this advertising format.
ESPN finds a multi-platform measurement solution
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013
ESPN, the broadcaster, has partnered with Arbitron and comScore to pioneer a new multi-platform audience measurement system.
ESPN, the broadcaster, has partnered with Arbitron and comScore to pioneer a new multi-platform audience measurement system. In the first instance, it found that 136 million adults, and 84 million men, were exposed to its content over the course of a month. Roughly 40% currently consume content via digital channels, either exclusively or as an accompaniment to TV. More specifically, almost 24 million viewers watched material on a smartphone, as did four million on a tablet. Digital users also exhibited higher levels of stickiness, a trend most pronounced among the multi-platform audience.
TV Untethered: Quantifying Mobile TV Viewing and its Impact
Laura Cowan and Christopher Neal, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper describes a US research project into the use of mobile video to quantify the number of people watching TV programming on mobile devices, their motivations and the typical viewing occasions.
This paper describes a US research project into the use of mobile video to quantify the number of people watching TV programming on mobile devices, their motivations and the typical viewing occasions. Using a combination of online surveys and viewing diaries/journals, the research found a third of the sample (15-65 year olds with broadband internet) watched TV via mobile. This group tended to be younger viewers with a skew towards multicultural groups. However, only 7% of this group conducted all viewing on a mobile device. Overall, 64% of mobile TV viewing was found to take place within the home, with "more convenient", "episode bingeing" and "fewer ads" cited as major drivers.
Older people, newer strategies
Pathamawan Sathaporn, Mindshare, Original Thinkers, March 2013
This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing.
This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing. The urban segment is more information driven (high digital media and newspaper consumption), while in rural areas where income levels are lower, there is higher consumption of television. There is no one particular 'prime time' moment for communication, as they have the time and the money to do as they please. The older the target, the more proof they demand before believing what they hear or see; equally, they care about product quality over price.
Media research: Planning for context
Mike Bloxham and Alice K Sylvester, Admap, April 2013, pp. 20-23
The setting of a marketing communication greatly impacts on how the message is received, so understanding the context of media consumption is vital in maximising the brand moment.
The setting of a marketing communication greatly impacts on how the message is received, so understanding the context of media consumption is vital in maximising the brand moment. The proliferation of screen-based devices means consumers are able to exercise a greater degree of control and choice over where, when and how they consume or interact with content. IPA TouchPoints and USA TouchPoints research has addressed the five dimensions of context: location, activity, social setting, media, and moods and emotions. Examples of contextual analysis include looking at the media choices of young male diners in Quick Service Restaurants during the key consideration windows for lunch and dinner, and activities of consumers in the hour before the post-lunch peak shopping time.
Demographic Group: Asian Americans
Cristina Reyes, ARF - Knowledge at Hand, February 2013
This summary from the Advertising Research Foundation offers an overview of the Asian American demographic group, the fastest growing multicultural segment in the USA.
This summary from the Advertising Research Foundation offers an overview of the Asian American demographic group, the fastest growing multicultural segment in the USA. Key features of this group are presented, including an emphasis on family, a high incidence of Bachelor's degrees and professional or management-related employment. Asian American households also have a much higher than average median income, are early adopters of technology and view significantly higher number of web pages.
Asia's content revolution: opportunities for brands and broadcasters
Low Lai Chow, Event Reports, SES Singapore, November 2012
Rapid change in media consumption behavior among Asian consumers, with more multi-screening and declining print and radio use, has implications for both advertisers and content owners.
Rapid change in media consumption behavior among Asian consumers, with more multi-screening and declining print and radio use, has implications for both advertisers and content owners. Turner International, for example, is working to promote its brands rather than specific content, and grappling with the extent to which they should localise content without fragmenting the audience too greatly for advertisers. Another issue is the differing rates of penetration of broadband across the region, which poses a challenge for content producers to be able to offer the same consumer experience in Singapore as, for example, Indonesia. And for brand owners creating their own content there is a warning that quality control is important and that creativity requires significant investment.
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